When golfers visit their way to a new course for the first time, the welcome they receive can set the tone for the next day and their reflections on it afterward.
Positive and friendly greetings can enhance the experience, while bad interactions can taint the memory of even the best places.
Survey of 650 avid golfers recently clear contacts, we sought to understand how well the Clubs deliver basic customer service, which is key to ensuring strong word of mouth feedback to encourage future visitors.
But just who is it Face your own golf club, the person assigned to provide this interaction?
When asked, 60% of golfers reported that the PGA Pro or Shop Assistant was the person they met/talked to when they arrived on the course, with 27% reporting a general member of staff, 6% reporting to the club/catering team, and 4 meeting % of the general manager by 3% dealt with a member or even the leader of the club.
Ultimately, as explored in the last article, The Most Important Persons in Your Golf Club, each of these personalities are essential to ensuring a successful operation and a rewarding time for members and visitors.
From this new survey, there were some mixed spaces. Here are several comments:
“The first contact before playing is our professional. He is not very friendly and welcoming.”
“We recently changed the management and the golf pros, so now it’s pretty good.”
“No established welcome procedures. Any helpful signage only recently installed. Previous visitors were walking around in the parking lot.”
But what about the information provided by those faces? Only 52% of golfers surveyed received information about the club, course and facilities. 23% said they did, with 25% stating that they had not received any information. Only 20% of golfers said they had received details of any offers, deals or information about the club’s catering service. 12% said they had done so in some form, with 68% saying they had not received any information about it.
A number just under 15% said they had received membership information with 75% saying they had received no information. For non-club golfers, this figure rose to 77% which is disappointing given that these are the most likely golfers to return or even become members in the future.
Golf clubs should be relatively satisfied that the average rating received for a welcome (out of 5) was 3.97, with other golfers scoring a slightly higher overall at 4.22, indicating that things are generally done right, but It is clear that there is still more that can be done to provide greater service.
Audience-facing employees – whether professionals or hosts – are the most obvious candidates for being a face-to-face, but in this digital age – especially for those clubs that don’t have those specific employees – it’s arguably increasingly more of an online presence that is the point of contact The first for visitors.
Rating this topic recently in feature Powerful websites are now essential to golf clubs, we can take it even further by reporting that in the age of digital marketing, it was quite surprising to hear that at the last club visited by golfers surveyed, Only 23% were asked for any information or contact details. How important is this data for future marketing, open competitions, green fee visitors, or even membership?
From the above, it may come as no surprise to hear that only 58% of golf club members surveyed felt that their club was marketing itself well to visiting golfers.
In the end, whether they’re a club professional or employee, a website or a social media presence, they are all the face of a golf club and something that can make all the difference.
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